Creating cat videos, commenting on crass things or having coffee parties via group chat: 78 percent of all Germans with access to the Internet currently use social media. WhatsApp and YouTube are once again proving to be particularly popular, with more than seven out of ten online users aged 16 and over on their screens. Facebook follows in third place: The social network from Meta was able to record some growth for the first time since 2017. Compared to the previous year, two user groups in particular are more strongly represented in Web 2.0: Boomers and Bremers. This is shown by the new Social Media Atlas 2022 from the Hamburg communications consultancy Aktuellkontor and the market researcher Toluna. This study is based on an extensive, representative survey of 3,500 Internet users aged 16 and over.
Strong gap: Bayern 14 points ahead of Saxony-Anhalt - Bremen are gaining the most
Nationwide, social media usage is two percentage points above the value of the previous year's survey and is therefore quite stable. In some federal states, however, there is significantly more movement. Regionally, Bavarians prove themselves to be the most enthusiastic social media users: 82 percent of Bavarian netizens use social media. A jump of five percentage points catapults the Free State to the top of the federal states. In contrast to the largest country, social media usage in the smallest country is only at the national average - but the Free Hanseatic City of Bremen has the largest increase here with an increase of seven percentage points. TikTok, Twitter, Telegram & Co are least popular in Saxony-Anhalt: In the central German state, the proportion of social media users fell by five percentage points to just 68 percent.
Two out of three are there: Boomer boom on the social web
Social media tends to become more commonplace the younger the target group is: nine out of ten online users under 30 access Web 2.0 services such as Snapchat, Instagram, Pinterest and the like. But to find the biggest increase, you have to look at the other end of the scale here too: Among the “silver surfers” aged 60 and over, social media use increased again for the first time after years of dwindling interest - and by a strong ten percentage points . Two out of three representatives of the “Baby Boomers” and older generations on the Internet post, like, consume or comment on the blogs, forums, chats and networks of the social web.
Facebook left behind by YouTube and WhatsApp despite trend reversal
WhatsApp and YouTube continue to be the most attractive, both of which count 71 percent of online users as users. Facebook follows a long way behind in third place with 63 percent. Far below its previous record of 76 percent in 2017 - but at least the social media dinosaur, which has been plagued by a decline in users and aging for years, can make up (some) ground for the first time with an increase of three percentage points.
Ranking: These social media services have the most users
The ranking: The most popular social media in 2022!
(1) WhatsApp 71% / +2
(2) YouTube 71% / +1
(3) Facebook 63% / +3
(4) Instagram 49% / +3
(5) Pinterest 32% / -1
(6) TikTok 31% / +5
(7) Forums 30% / =
(8) Twitter 29% / +2
(9) Telegram 25% / +4
(10) Snapchat 24% / =
(11) LinkedIn 24% / =
(12) Blogs 22% / -4
(13) Xing 21% / -3
% = Proportion of Germans with an Internet connection aged 16 and over who use the respective Web 2.0 service
+/- = Change from the previous year’s survey in percentage points

Image rights and photographer: Aktuellkontor
About the social media atlas
The Social Media Atlas has been recording the use of social media in Germany annually since 2011 based on a representative survey and serves as an indispensable basis for companies to strategically plan their social media activities. The study provides, among other things, reliable facts about which services on Web 2.0 are used by whom and how intensively, which topics are discussed on which channels and to what extent social media influence purchasing decisions. The social media atlas is published by the consulting company Aktuellkontor and the market researcher Toluna in cooperation with the IMWF Institute for Management and Economic Research.
Study basis: Representative panel survey
For the current Social Media Atlas (Hamburg, May 2022), 3,500 Internet users aged 16 and over, representative of their age, gender and federal state, were surveyed in the form of an online panel about their social media use. The survey was conducted in December 2021 and January 2022. The results are rounded to whole numbers. The complete study with all results can be ordered at https://www.faktenkontor.de/studien/ for a nominal fee of 490 euros plus VAT. Articles with further figures and findings from the social media atlas can also be found on www.reputationzweinull.de , the blog about corporate social media and reputation management by Dr. Roland Heintze.
Facts Kontor: Consultant for corporate and sales communications as well as reputation management
Factskontor is the consultant for corporate and sales communication as well as reputation management. Industry-experienced experts support companies from the financial services, healthcare, consulting and technology industries in reaching their target groups via classic and digital media as well as in personal contact. In addition to media consulting, the range of services includes the conception and implementation of campaigns as well as social media strategies. Factskontor is a certified member of the Society of Leading PR and Communications Agencies (GPRA).
Source: www.faktenkontor.de
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Notes:
1) This content reflects the current state of affairs at the time of publication. The reproduction of individual images, screenshots, embeds or video sequences serves to discuss the topic. 2) Individual contributions were created through the use of machine assistance and were carefully checked by the Mimikama editorial team before publication. ( Reason )

